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The Economist Group Brand Style Guide the Economist Group – Brand Style Guide 2 October 2017. V1.0 The Economist Group Brand style guide The Economist Group – Brand style guide 2 CONTENTS Brand elements 3. Our brand 4. About us 7. Typography 13. Logos and positioning 22. Colour 25. Signature element 26. Illustrative style 27. Iconography 29. User interface components 30. E-newsletters The Economist Group – Brand style guide 3 OUR BRAND Who we are. Many people think The Economist is only about economics. It’s not. It’s about pretty much everything. From politics to business and finance, from science and technology to the arts—we bring our readers clear analysis of the issues that lie behind each week’s global news stories. We satisfy the naturally curious with a distilled view of world affairs that is intelligent, insightful and thought-provoking. Whatever is happening across the globe, we have an opinion on it. Which is why we tell our readers: The Economist is your essential guide to the events and issues that are shaping our world. Ever since our launch in 1843, we’ve maintained a fiercely independent editorial stance, believing in the freedom of the individual, the freedom of markets and the free exchange of knowledge and ideas. It’s no wonder that JFK and Mandela were numbered amongst our readers. In today’s world we continue to promote the same essential freedoms—and challenge wherever we see them being denied. Because of this strong, journalistic point of view, we continue to regard ourselves as a weekly news publication—never a mere magazine. With all the professional rigour that implies. The Economist Group – Brand style guide 4 OUR BRAND About us. The Economist was established in 1843 by James Wilson, a hatmaker from the small Scottish town of Hawick, to campaign against the protectionist Corn Laws. The tariffs were repealed in 1846 but the newspaper lived on as a “a political, literary, and general newspaper”, never abandoning its belief in free trade, internationalism and minimum interference by government, especially in the affairs of the market. (It did, however, abandon the Oxford comma.) The Corn Laws, which by taxing and restricting imports of grain made bread expensive and starvation common, were bad for Britain. Free trade, in Wilson's view, was good for everyone. Wilson believed “that reason is given to us to sit in judgment over the dictates of our feelings”. Reason convinced him in particular that Adam Smith was right, and that through its invisible hand the market benefited profit-seeking individuals and society alike. Wilson was himself a manufacturer and wanted especially to influence “men of business”. Accordingly, he insisted that all the arguments and propositions put forward in his paper should be based on fact and rigour. That was why he called it The Economist. Though Wilson founded The Economist, the newspaper’s greatest editor was his son-in-law, Walter Bagehot (pronounced BAJ-ut), who was the paper’s third editor, from 1861 to 1877. He broadened the range of the paper into politics; he was also responsible for greatly strengthening the interest in America that The Economist has always shown. The paper’s influence grew under his editorship. One British foreign secretary, Lord Granville, said that whenever he felt uncertain, he liked to wait and see what the next issue of The Economist had to say. A later admirer of Bagehot’s was Woodrow Wilson, president of the United States from 1913 to 1921. The Economist Group – Brand style guide 5 OUR BRAND Another remarkable editor was appointed in 1922: Walter Layton, whose achievement, in the words of The Economist’s historian, Ruth Dudley Edwards, was to ensure that the paper was “read widely in the corridors of power abroad as well as at home”, a reputation it continues to enjoy today. His successor, Geoffrey Crowther, developed and improved the coverage of foreign affairs (especially with regard to America) and business. From its earliest days, The Economist had looked abroad, both for subjects to write about and for readers. Even in the 1840s it had subscribers in continental Europe and America. By 1938 half its sales were outside Britain. Crowther’s great innovation was to start a section devoted to American affairs, which he did just after the Japanese attack on Pearl Harbour in December 1941. The “American Survey” section (renamed “United States” in 1997) was aimed not at Americans but at British readers who, Crowther believed, needed to know more about their new allies. In time, however, it earned a following in the United States too. For most of its existence The Economist was content with a small readership. When Bagehot stood down as editor, circulation was just 3,700, and by 1920 it had climbed to only 6,000. After the second world war it rose rapidly, but from a base of barely 18,000. When Crowther left it stood at only 55,000, not reaching 100,000 until 1970. Today circulation is 1.5m, more than four-fifths of it outside Britain. Subscribers in the United States and Canada account for 57% of the total. The Economist Group – Brand style guide 6 OUR BRAND In recent decades the paper has added sections devoted to Europe, Asia, Latin America, China, and science and technology. It has also expanded coverage of books, arts and culture, and introduced columns on financial markets (Buttonwood), business (Schumpeter), Asian politics (Banyan) and Latin America (Bello). The Economist has also been active in its pursuit of new readers on digital platforms. The newspaper started publishing online in 1996, and has more recently launched a daily news app (Espresso), a bilingual English-Chinese product (Global Business Review) and a virtual-reality app (Economist VR). Economist Radio produces several podcasts a week, and Economist Films produces short- and long-form video. The social-media department maintains widely followed accounts on Facebook, Twitter, LinkedIn, Snapchat, LINE, Medium and other social networks. The Economist Group – Brand style guide 7 CORE ELEMENTS – MILO SERIF TYPEFACE Typography Milo Serif Text abcdefghijklmnopqrstuvwxyz Milo Serif ABCDEFGHIJKLMNOPQRSTUVWXYZ Use old style numbering as default. Use with kerning set to metrics, tracking set to zero and 1234567890!@£$%^&*();:’,.”/? discretionary ligatures turned off. Set leading according to the point size. As a guide it should be set at 120% of the font size, Milo Serif Medium e.g. 8/9.6 (120%) or 10/12 (120%). abcdefghijklmnopqrstuvwxyz Milo Serif Text (old style) ABCDEFGHIJKLMNOPQRSTUVWXYZ For use on body copy at or below 11pt. Do not set body copy below 7pt. 1234567890!@£$%^&*();:’,.”/? Milo Serif Medium (old style) For use on headlines above 18pt, primarily for print. Milo Serif Medium links well visually Milo Serif Bold with the heritage of The Economist while abcdefghijklmnopqrstuvwxyz introducing the new serif family. ABCDEFGHIJKLMNOPQRSTUVWXYZ Milo Serif Bold (old style) For use on headlines at 18pt and below, 1234567890!@£$%^&*();:’,.”/? primarily online and to ensure hierarchy when placed on smaller banners and in close proximity to subheadings. Web Safe fonts Georgia (serif) and Helvetica (sans serif) are used as web safe fonts. The Economist Group – Brand style guide 8 CORE ELEMENTS – ECON SANS TYPEFACE Typography Econ Sans Regular abcdefghijklmnopqrstuvwxyz Econ Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ For use on all subheadings and navigational Primary: Old-style figures. elements (such as section openers, fly titles, 1234567890!@£$%^&*();:’,.”/? page numbers, date lines, metadata, Secondary: aligned figures (proportional lining). 1234567890!@£$%^&*();:’,.”/? captions and calls-to-action). Also to be used for subscription information and resubscription channels. Econ Sans Medium To be used with kerning set to metrics and tracking set to zero. Do not set navigation or abcdefghijklmnopqrstuvwxyz subscription copy below 7pt. ABCDEFGHIJKLMNOPQRSTUVWXYZ For longer sections of copy, the leading should be set at 120% of the font size, e.g. Primary: Old-style figures. 1234567890!@£$%^&*();:’,.”/? 8/9.6 (120%) or 10/12 (120%). Secondary: aligned figures (proportional lining). 1234567890!@£$%^&*();:’,.”/? Use old style numbering as default. Only use aligned figures (set to proportional lining) where old style is unsuitable. Econ Sans Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary: Old-style figures. 1234567890!@£$%^&*();:’,.”/? Secondary: aligned figures (proportional lining). 1234567890!@£$%^&*();:’,.”/? The Economist Group – Brand style guide 9 CORE ELEMENTS – LOGO Logo – print x x Our logo is provided in vector format. Use only the artwork provided. Never create your own, stretch, distort or alter x the logo in any way. Clear space The exclusion zone shown around the logo is 1/2 the height of the logo. This clear x space ensures the logo does not become overwhelmed by other elements. Minimum size x x To ensure legibility, the logo must not be Print: minimum clear space reproduced at a size smaller than 6mm. 1/2 logo height. Colour Logo typeface: Eco Tilting Eco Red print: Pantone 485c 6mm minimum. Eco Red print: CMYK 100m/100y The Economist Group – Brand style guide 10 CORE ELEMENTS – LOGO Logo – digital x x Our logo is provided in vector format. x Use only the artwork provided. Never create your own, stretch, distort or alter the logo in any way. x x Clear space The exclusion zone shown around the logo is 1/4 the height of the logo. This clear x space ensures the logo does not become Digital: minimum clear overwhelmed by other elements. x x space 1/4 logo height. Minimum size To ensure legibility, the logo must not be reproduced at a size smaller than 40 pixels high. 40px minimum. Colour Logo typeface: Eco Tilting Eco red HEX: #e3120b Eco red RGB: 227/18/11 The Economist Group – Brand style guide 11 CORE ELEMENTS – LOGO KEYLINE Logo – keyline versions print 6mm high and above—0.5pt border. Our logo is provided in vector format for use in printed material. Use only the artwork provided. 12mm high and above—0.5pt border.
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